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Country Report

Wipes in

Wipes in the Netherlands

19 pages, Apr 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Stable economic conditions set stage for growth of wipes

Dutch consumers generally view wipes as unnecessary, and in times of difficulty they limit purchases to a bare minimum because of high unit prices. Ongoing favourable economic conditions in 2017 increased consumers’ confidence, and many of them returned to using wipes again.

The need for convenience and hygiene drives growth in personal wipes

Unlike home care wipes, where effort is needed to clean homes, consumers appreciate personal wipes more because they are a convenient way to maintain acceptable personal hygiene. Baby wipes, intimate wipes, facial cleansing wipes and moist toilet wipes all recorded positive performances in both volume and value terms, with value growing at a faster rate thanks to inflation and new product developments.

Outdated wipes decline whilst potential for less mature categories remains positive

Within both personal wipes and home care wipes and floor cleaning systems there were mixed performances within the various categories in 2017. Some categories are mature and often no longer seen as relevant by the Dutch consumer.

COMPETITIVE LANDSCAPE

Procter & Gamble leads wipes in 2017, followed closely by Kimberly-Clark

Procter & Gamble Nederland maintained its leading position in 2017, followed closely by Kimberly-Clark. Both international manufacturers have established brands in wipes, with Procter & Gamble’s Pampers and Oil of Olaz both well known in baby wipes and facial cleansing wipes, respectively.

Essity Nederland continues to invest in new product development

Formerly SCA Hygienic Products Nederland, now Essity Nederland, the company is known for Edet in moist toilet wipes, where it increased its value share in 2017 thanks to adding a new variant. Alongside its existing variants – shea butter, fresh cucumber, rich almond – aloe is its latest addition.

Private label making inroads in wipes

Private label performed strongly in wipes compared to established brands in 2017, thanks to the continuous investment in new product developments. Although the private label share in wipes is slightly lower compared to other tissue and hygiene categories, private label is steadily making inroads.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Netherlands market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Wipes in Netherlands?
What are the major brands in Netherlands?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Wipes in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Stable economic conditions set stage for growth of wipes

The need for convenience and hygiene drives growth in personal wipes

Outdated wipes decline whilst potential for less mature categories remains positive

COMPETITIVE LANDSCAPE

Procter & Gamble leads wipes in 2017, followed closely by Kimberly-Clark

Essity Nederland continues to invest in new product development

Private label making inroads in wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

A positive year for tissue and hygiene again, thanks to the growing Dutch economy

Manufacturers focus on premium products for product uniqueness

Leading international companies face tough competition from private label

Internet retailing channel becoming increasingly important in tissue and hygiene

Positive prospects for tissue and hygiene

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in the Netherlands

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Executive Summary

New Report Guarantee

PROSPECTS

Stable economic conditions set stage for growth of wipes

The need for convenience and hygiene drives growth in personal wipes

Outdated wipes decline whilst potential for less mature categories remains positive

COMPETITIVE LANDSCAPE

Procter & Gamble leads wipes in 2017, followed closely by Kimberly-Clark

Essity Nederland continues to invest in new product development

Private label making inroads in wipes

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Wipes in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Stable economic conditions set stage for growth of wipes

The need for convenience and hygiene drives growth in personal wipes

Outdated wipes decline whilst potential for less mature categories remains positive

COMPETITIVE LANDSCAPE

Procter & Gamble leads wipes in 2017, followed closely by Kimberly-Clark

Essity Nederland continues to invest in new product development

Private label making inroads in wipes

CATEGORY DATA

Tissue and Hygiene in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

A positive year for tissue and hygiene again, thanks to the growing Dutch economy

Manufacturers focus on premium products for product uniqueness

Leading international companies face tough competition from private label

Internet retailing channel becoming increasingly important in tissue and hygiene

Positive prospects for tissue and hygiene

MARKET INDICATORS

MARKET DATA

SOURCES

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